Cyklar is crowning a year of fast growth with its first retail expansion.
The body care brand will launch online at Sephora on Feb. 22 and roll out to 500 of the retailer’s stores by mid-March. The foray follows Cyklar’s rise in recent months as one of body care’s buzziest emergent brands.
Founded in 2023 by OG beauty YouTuber-turned-entrepreneur Claudia Sulewski and relaunched at the end of 2024 after joining Ben Bennett’s accelerator, The Center, Cyklar has won over Gen Z and Millennials with its differentiated formats and fragrance-forward formulas.
“After that first launch, I learned so much about what was working, what wasn’t working, and what I was craving as a founder,” said Los Angeles-based Sulewski, who pivoted with the rebrand toward a lower price point ($29 for a body cream versus $58); a steady pipeline of innovation, from roll-on perfume oils to exfoliating body sprays, and a growing range of signature scents across offerings.
Cyklar’s Sacred Santal range.
Courtesy
“That rebrand changed everything for Cyklar — it’s been so exciting to feel like now, Cyklar is at a point where we’re operationally ready with our supply chain, consumer demand and our hero stock keeping units to tell the story for our brand on shelves,” Sulewski said.
Industry sources expect Cyklar, whose sister brands at The Center include Saltair and Prequel, to exceed $50 million in sales in 2026. Following its rebrand, the line has also been available for purchase on TikTok Shop, where it has sold more than 200,000 products and bundles to date.
“Social media has been a huge vehicle for us; it was so important to, straight out of the gate, get the product into people’s hands so they could feel, touch and help share our story,” said Sulewski of the significance of the social commerce platform.
At Sephora, Cyklar will join a body care assortment including Phlur (also a brand at The Center before being sold to TSG Consumer last year), Salt & Stone, Sol de Janeiro and Josie Maran. The brand’s heroes include a $35 Sensorial Body Wash and the $38 Vitamin C Body Oil, both of which come in Vanilla Verve, Sacred Santal and Naked Neroli scents, among others.
Being able to mix and match scents across the Cyklar regimen, which most recently added a urea-infused hand cream to its lineup, is part of the appeal.
Claudia Sulewski
“There’s sort of a through line with all of our fragrances feeling gender neutral and grounding and having kind of a woodsy note or a warmth to them to play very well with each other,” said Sulewski, who was known as “BeyondBeautyStar” during her rise in the 2010s as a beauty influencer.
With 2.4 million subscribers, Sulewski’s YouTube channel — where she now vlogs and documents key milestones in Cyklar’s journey — remains her biggest platform, though Instagram tracks just behind at 2.1 million followers.
“There’s so much crossover,” said Sulewski of her audience and Cyklar’s customer base. “We’re in this fun place now where we’ve launched products in the main categories — body wash, body oil, cream — and now getting to be in this place where we have to think outside the box” describing that as an “exciting challenge.”
